MUMBAI: Cira Media, a provider of content across TV platforms which currently has four English music channels under its belt, has appointed Aidem Ventures as their media sales representative.

Clubbing TV, Juke Box, ROCK TV & Dancetrippin are the four channels which run tailor-made and extremely niche content targeted at the youth.

Said Cira Media founder-promoter Pallav Nagar, “Indian youth is becoming increasingly aware of and consuming international trends through platforms like the Internet. This can be seen from the fact the Vevo – the leading online International music destination ranks 7th among the most viewed Youtube Channels in India. Besides, we have also seen an upsurge in the number of solo concerts, tours and International music events in India. The crowd attendance at these concerts too has also multiplied over the years. Some of the biggest acts in the world want to perform here. There is, without a doubt, a big resurgence in the demand and consumption of international music in India. On television, however we have just a handful of channels offering International music and there is need for such customised content. Numerous requisite artists are making headway into India. In due course, we intend to offer our niche music channels as a platform to broadcast their events live so they can reach out fans from all across the region.”

Clubbing TV is the first 24/7 TV channel exclusively dedicated to electronic music, DJ & club culture. Clubbing TV offers Music Videos with different thematics, Club Reports from the hottest clubs and dance floors worldwide, Interviews with the best international DJs plus Exclusive Video Shows, gravitating all over the electronic culture. It runs exclusive quality electronic music content from artists and labels all around the globe. It is the official media partner of the biggest electro festivals such as Amsterdam Dance Event, Juicy Beach Miami, MN2S parties, International Music Summit in Ibiza, Barcelona Summer Week and many more.

Juke Box is a music channel that offers contemporary hits and the best from the last 40 years, the greatest international acts and the most popular European Artists. From the best pop artists of the 70’s, through the stars of the 80’s and 90’s, to the heroes of today, it plays high- quality music as an aesthetic composition between classics and up-to-date hits: From The Rolling Stones to Robbie Williams, from Eminem to The Black Eyed Peas- from Tina Turner to Lady Gaga.

ROCK TV is a channel is dedicated to rock music. Rock and metal, alternative and indie, goth and punk, from AC / DC to U2, from Nirvana to Rammstein and the Arctic Monkeys – ROCK TV plays it all.

Dancetrippin is dance music TV channel that delivers exclusive footage from the hottest DJs at the best outdoor music events around the world. Its main format ‘DanceTrippin episodes’ are live recorded DJ sessions straight from the DJ‘s mixer and see the real time synced video from many cameras, both strategically placed and freely roaming the party. The audience gets a close view of the DJs like Armin Van Buuren, Carl Cox, Roger Sanchez, Groove Armada, Fedde Le Grand and many more as they mix, cut and scratch to the beat.

Why did Cira Media decide to appoint Aidem as the media sales partner for these channels? “Aidem has been a specialist in the TV Advertising domain and we are looking at capitalising on their expertise with this new arrangement,” said Cira Media founder-promoter Manish Rach.

Aidem Ventures director Vikas Khanchandani said, "As digitisation progresses and more channels are launched, the Aidem sales model makes sense for even more broadcasters. The association will help Cira Media efficiently and effectively leverage our robust media sales revenue management, while they focus on delivering premium international as well as localised content across the channels."

Aidem Ventures EVP Kaushal Dalal added, “This is great news for Aidem and with this deal coming through, we now have a more comprehensive package to offer to our advertisers and agencies. From the marketing perspective, this is a good turn for brands and advertisers targeting the urban youth. They can now employ a better channel mix to reach out and engage with their audiences.”

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